CHICAGO

TORONTO

Project Description

Children International

Objectives

Children International’s mission is to help children living in dire poverty. Our mission was to successfully launch them into the hyper-competitive U.S. long-form DRTV market, acquire donors at an attractive cost and build the Children International brand.

Strategy

Produce an engaging, highly emotional long-form DRTV program supported by measured media across U.S. cable stations.

Results

Seven years running, the ongoing campaign has also spawned several successful short-form and long-form campaigns for both the English and Hispanic markets. The introduction of the Hispanic long-form campaign resulted in an increase in campaign efficiency.